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demographics
the observable measurements of a population's characteristics, such as birthrate, age, distribution, and income TERM 2
psychographics
DEFINITION 2 the use of psychological, sociological, and anthropological factors to construct market segments TERM 3
consumption communities
DEFINITION 3 web groups where members share views and productrecommendationsonline TERM 4
market segmentation strategies
DEFINITION 4 targeting a brand only to specific groups of consumers who share well-defined and relevantcharacteristics TERM 5
consumer behavior
DEFINITION 5 the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires
exchange
a transaction in which two or more organizations or people give and receive something of value TERM 7
consumer
DEFINITION 7 a person who identifies a need or desire, makes a purchase, and/or disposes of the product TERM 8
alternate reality games (ARGs)
DEFINITION 8 an application that blends online and off-line clues and encourages players to collaborate to solve a puzzle TERM 9
heavy users
DEFINITION 9 a name companies use to identify their customers who consume their products in large volumes TERM 10
80/20 rule
DEFINITION 10 a rule of thumb in volume segmentation, which says that about 20 percent of consumers in a product category (the heavy users) account for about 80 percent of sales
B2C e-commerce
business selling to consumers through electronic marketing TERM 17
C2C e-commerce
DEFINITION 17 consumer to consumer activity through the internet TERM 18
digital native
DEFINITION 18 young people who have grown up with computers and mobiletechnology; multitaskers with cell phones, music downloads, and instant messaging on the internet. Who are comfortable communicating online and by text and IM rather than by voice. TERM 19
horizontal revolution
DEFINITION 19 a fundamental change in how consumers communicate via social media whereby information doesn't just flow from big companies and governments;informationflows across people as well TERM 20
social media
DEFINITION 20 the set of technologies that enable users to create content and share it with a large number of others
user-generated content
consumers voice their opinions about products, brands, and companies on blogs, podcasts, and socialnetworkingsites such as facebook and twitter, and film their own commercials that they post on sites such as youtube TERM 22
Web
DEFINITION 22 the current version of the internet as a social, interactive medium from its original roots as a form of one-way transmission from producers to consumers TERM 23
synchronous interactions
DEFINITION 23 a conversation that requiresparticipantsto respond in real- time TERM 24
asynchronous interactions
DEFINITION 24 message posts that don't require allparticipantsto respond immediately TERM 25
culture of participation
DEFINITION 25 the drivingphilosophybehind social media that includes abeliefin democracy, the ability to freely interact with other people, companies and organization, open access to venues that allows users to share content from simple comments to reviews,ratings, photos, stories, and more, and the power to build on the content of others from your own unique point of view
culture jamming
the defacement or alternation of advertising materials as a form of political expression TERM 32
Transformative Consumer Research
(TCR)
DEFINITION 32 promotesresearchprojects that include the goal of helping people or bringing about social change TERM 33
social marketing
DEFINITION 33 the promotion of causes and ideas (social products), such as energy conversation, charities, and population control TERM 34
green marketing
DEFINITION 34 a marketingstrategyinvolvinganemphasison protecting the natural environment TERM 35
paradigm
DEFINITION 35 a widely accepted view or model of phenomena being studied; the perspective that regards people as rationalinformationprocessors is currently the dominant paradigm, although this approach is now being challenged by a new wave of research thatemphasizesthe frequently subjective nature of consumer decision making
positivism
a research perspective that relies on principles of the "scientific method" and assumes that a single reality exists; events in the world can beobjectivelymeasured; and the causes of behavior can be identified, manipulated, and predicted. TERM 37
interpretivism
DEFINITION 37 as opposed to the dominant positivist perspective on consumer behavior, instead stresses theimportanceofsymbolic subjective experience and the idea that meaning is in the mind of the person rather than exisiting "out there" in the objective world TERM 38
pastiche
DEFINITION 38 mixture of images
